“…This view argues that the intended function or purpose of the translation can only be realised successfully by taking into account the cultural context of the target audience (Cui, 2009, p. 15;Sulaiman & Wilson, 2018, p. 633). An important cultural aspect which must be dealt with adequately is the notion of cultural conceptualisation (Sharifian, 2011(Sharifian, , 2017. How people conceptualise the world is deeply rooted in the culture in which they live and the cultural group to which they belong.…”
Adventure tourism is one of the fastest growing sectors in the tourism industry and, therefore, one of the most important categories marketed and promoted globally. However, the way adventure tourism is represented and perceived differs markedly from one culture to another. Based on how tourism is conceptualised in a particular culture, themes are carefully selected and exploited in promoting 'adventure' tourism. The differences in how tourism is conceptualised across cultures pose a key challenge for translators of tourism promotional materials (TPMs), whose role is to produce an effective translation in the target language and culture. Translating TPMs effectively for different cultures often requires changes and adjustments to be made in order to preserve the most vital aspect of TPMs, that is, their functionality. This paper explores the challenges involved in translating English TPMs into Malay and investigates the extent to which the action theme of adventure employed to lure Anglophone tourists is compatible with Malay culture. Three types of textual analysis are carried out: source text analysis, parallel text analysis and target text analysis. The textual analyses are then complemented by findings derived from focus groups. The findings of the study demonstrate how adventure tourism is conceptualised within the notion of action in the Anglo culture, and how this contrasts with the way it is framed within the notion of relaxation in Malay culture. Based on the findings derived from the textual analyses and focus groups, we conclude by proposing potential strategies for the production of functionally adequate translations, which take into consideration the cultural conceptualisation of the target culture.
“…This view argues that the intended function or purpose of the translation can only be realised successfully by taking into account the cultural context of the target audience (Cui, 2009, p. 15;Sulaiman & Wilson, 2018, p. 633). An important cultural aspect which must be dealt with adequately is the notion of cultural conceptualisation (Sharifian, 2011(Sharifian, , 2017. How people conceptualise the world is deeply rooted in the culture in which they live and the cultural group to which they belong.…”
Adventure tourism is one of the fastest growing sectors in the tourism industry and, therefore, one of the most important categories marketed and promoted globally. However, the way adventure tourism is represented and perceived differs markedly from one culture to another. Based on how tourism is conceptualised in a particular culture, themes are carefully selected and exploited in promoting 'adventure' tourism. The differences in how tourism is conceptualised across cultures pose a key challenge for translators of tourism promotional materials (TPMs), whose role is to produce an effective translation in the target language and culture. Translating TPMs effectively for different cultures often requires changes and adjustments to be made in order to preserve the most vital aspect of TPMs, that is, their functionality. This paper explores the challenges involved in translating English TPMs into Malay and investigates the extent to which the action theme of adventure employed to lure Anglophone tourists is compatible with Malay culture. Three types of textual analysis are carried out: source text analysis, parallel text analysis and target text analysis. The textual analyses are then complemented by findings derived from focus groups. The findings of the study demonstrate how adventure tourism is conceptualised within the notion of action in the Anglo culture, and how this contrasts with the way it is framed within the notion of relaxation in Malay culture. Based on the findings derived from the textual analyses and focus groups, we conclude by proposing potential strategies for the production of functionally adequate translations, which take into consideration the cultural conceptualisation of the target culture.
“…Another part of the literature review for this paper involves cultural linguistics and applied cultural linguistics. Cultural linguistics ‘explores the features of human languages that encode culturally constructed conceptualizations of the whole range of human experience’ (Sharifian, , p. 1). Applied cultural linguistics explores ‘how cultural linguistics research can be applied to various other domains and disciplines’, and it can be defined as ‘a holistic approach that examines the cultural conceptualizations (such as schemas, metaphors and categories) in order to understand cultural meaning, raise awareness of cultural variation and enhance intercultural communication in the areas where language and cultural conceptualizations play a salient role such as language education, world Englishes, English as a lingual franca, international business and relations, health care, media, interpreting and translation, forensic linguistics, and many other “applied” studies’ (Xu, , pp.…”
Section: Literature Reviewmentioning
confidence: 99%
“…As part of the analytical framework, cultural schemas, categories and metaphors are defined as follows: (1) Cultural schemas capture beliefs, norms, rules, and expectations of behaviour as well as values relating to various aspects and components of experience.(2) Cultural categories are those culturally constructed conceptual categories that are primarily reflected in the lexicon of human languages.(3) Cultural metaphors are cross‐domain conceptualizations that have their conceptual basis grounded in cultural traditions such as folk medicine, worldview, or a spiritual belief system. (Sharifian, , pp. 3–4)…”
Section: Literature Reviewmentioning
confidence: 99%
“…(3) Cultural metaphors are cross‐domain conceptualizations that have their conceptual basis grounded in cultural traditions such as folk medicine, worldview, or a spiritual belief system. (Sharifian, , pp. 3–4)…”
World Englishes as a discipline has developed more than half a century of research and practice. It is closely connected with such other disciplines as applied linguistics, sociolinguistics, and applied cultural linguistics. In this paper, we adopt a holistic analytical framework drawing upon world Englishes and applied cultural linguistics with reference to lexical borrowing, semantic variation, and cultural conceptualizations to unpack the culturally‐embedded meanings underlying the twelve Chinese zodiac animals. In particular, we explore the cultural meanings of creative expressions that use dragon and horse in Chinese English, for example, the dragon horse spirit, by analysing qualitative data collected through semi‐structured interviews.
“…Время по-кажет. Совершенно точно, что это не про-изошло в результате обсуждения ситуаций Малколмом [66 : 53], в которых «естествен-ные явления языковой и культурной природы вступают в конфликт с придуманным че-ловеком неравенством, которое позволяет одной культурной группе сократить шансы 16 Термин сценарий (scenario), который постоянно всплывает в этих отрывках, -заимствование из когнитивистики, в которой он используется с 1980-х гг. Сценарии фиксируют последовательность событий.…”
Section: прикладная этнолингвистика и лингвокультурология?unclassified
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